A new study looking into the power of relevancy in out-of-home has revealed that digital out-of-home (DOOH) campaigns using contextually relevant messaging achieve a more effective audience response.
The Moments of Truth research suggested that this could be as high as an average increase of 17%.
Commissioned by Clear Channel, JCDecaux UK and Posterscope, the study combines three research techniques exploring the most wide-ranging application of neuroscience in DOOH. The research is the largest ever undertaken study to measure the brain's response; it also uses eye-tracking research to measure ad recall, and test and control sales uplift studies to understand how dynamic DOOH drives direct sales response.
Findings from the study revealed that consumers respond better when viewing relevant content in digital - which contributes to a higher recall of advertising and lead to an increase in
The research was designed to inform and educate the marketing industry on how to maximise DOOH performance and boost consumer responses.
The three stages of the research looked at how the brain responds to DOOH campaigns, ad recall and sales response.
Stage one focused on the brain's response, with research conducted by neuroscience research company, Neuro-Insight, which wanted to expand our understanding of advertising at particular moments. This section considered why content featuring individual dynamic data triggers, such as location or live updates, is more effective at driving increased brain response.
Stage two measured ad recall and a brand's creative rating. The research for this section was conducted by Research Bods, using its online webcam eye tracking software. This part of the research demonstrated that advertising at relevant moments and with relevant content would attract attention to advertising and improved brand and creative ratings.
The final party of the study highlighted what response could be generated on the sales side, exploring whether applying the most relevant content and moment in the real world would drive a consumer action. When compared with the traditional singular DOOH creative approach.
Glen Wilson, MD at Posterscope, says: "The ability to deploy truly dynamic content across thousands of high quality, networked digital screens is probably the most significant step forward for OOH since the arrival of those digital screens well over a decade ago.
"But its potential is still significantly underestimated, with media spend on dynamically-enabled digital OOH representing only about 8% of all DOOH campaigns. We’ve always believed in the power of dynamic and seen amazing results from those clients that have embraced it. This research proves beyond doubt that dynamic campaigns work, delivering on effectiveness and engagement, but perhaps most importantly, generating an uplift in sales."